Legal

Once thought to be recession-proof, the legal profession is now in a downturn that includes a drop in profits, a decline in corporations’ spending for legal services and continued attorney layoffs. The PR professionals at AXIA have kept a keen eye on the legal industry and are prepared to partner with legal services providers to publicize their businesses.

Legal Industry Profile

Law offices generate approximately
$173 billion annually, and the majority of these firms – 69 percent
- have less than five lawyers. There are approximately 1.1 million
active U.S. attorneys, and that number is predicted to grow 10 to 20
percent by 2012. Solo practitioners make up 48 percent of private-practice
lawyers, according to the American Bar Foundation's Lawyer Statistical
Report. During the first half of 2008, firms' profits per equity partner
dropped by 9.1 percent. To boost revenue due to the weak economy, some
firms are merging. During the first nine months of 2008, there were
58 law firm mergers.

What’s the Verdict on the Legal Industry?

AXIA’s expertise in delivering clients’ news and garnering valuable publicity can be a critical success factor for the faltering legal industry. There is no greater opportunity than today’s challenging economy to tell consumers and businesses owners about how legal services providers are utilizing technology to not only survive, but thrive. Some of the legal trends include:

• More firms are negotiating fixed fees rather than billing by the hour. By splitting legal services into higher- and lower-end offerings, clients will be able to choose from a flexible menu of services at a range of prices that better fit their shrinking budgets.
• Bankruptcy and litigation activities are increasing due to the credit crunch and real estate foreclosures.
• Lawyers have seen a rise in requests for lobbying services along with an increasing demand for legal work from economic and political/regulatory forces.
• There will be an increased application of technology and Internet-based service delivery. In 2009 and beyond, firms will be focused on bringing in new work, retaining existing clients and being paid for the work they do. Technology initiatives must directly address these concerns.
• Look to the newest generation of lawyers and, equally important, to those involved in providing services to lawyers. This tech-savvy generation is blogging, using Twitter and Facebook, and utilizing other outlets on the Internet to publicize and develop business relationships.

AXIA Delivers Results

Building consumer awareness, gaining business exposure and launching word-of-mouth referrals can boost the legal industry at a time when it is facing historic challenges. AXIA is on the case!

When a Jacksonville-based global company wanted to increase awareness of its legal staffing unit, AXIA’s public relations experts knew that the best way to create exposure was to establish company spokespersons as “subject-matter experts” on legal trends, staffing and employment. AXIA contacted influential reporters who covered the industry and reviewed editorial calendars, presenting editors with timely and relevant story ideas. The result was significant news coverage, including The Florida Times-Union, Jacksonville Business Journal, Financial News & Daily Record, Jacksonville Lawyer Magazine, Small Firm Business, American Lawyer Magazine, Legal Secretary Today, Law Office Computing, Washington Business Journal, Washington Times, Metropolitan Corporate Counsel and Legal Times.

Another tourism success story happened during four fall days on Amelia Island, Fla., when it becomes “Book Island.” Best-selling authors share their works with literary connoisseurs from around the country. Festival officials booked AXIA to promote the event locally and nationally to increase attendance. AXIA helped increase ticket sales by 73 percent, and increased bed-night stays by 57 percent. AXIA’s public relations experts negotiated a donation of $17,000 in advertising with NPR radio and a newspaper, and secured coverage from C-SPAN, all local TV news programs, booktv.org, The Miami Herald, The Dallas Morning News, The Charlotte Observer, Southern Scribe, Bradenton Herald, The Florida Times-Union, The St. Augustine Record, Jacksonville Business Journal and other publications.

Does your legal business need a PR lift? Call AXIA today, and you will be soaring tomorrow.